$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Helena Kaylin from Calgary, AB, pitched MINDD Bra in Season 20, Episode 5, asking the Dragons for $250K for 10% of the company.
- Asked for$250K for 10%
- Valuation$2.5Mimplied by the ask
- OutcomeDealwith Michele Romanow
- Final deal$250K for 12%valued at $2.08Mplus a royalty: 5% royalty until 3x investment repaid
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Arlene | No offer made; tough category, sales flat | Out |
| Brian | No offer made; agreed with other Dragons' concerns | Out |
| Manjit Minhas | No offer made; could not get behind current product quality | Out |
| Michele Romanow | $250,000 for 15% equity plus 10% royalty until 3x money back | Declined |
| Michele Romanow | Revised: $250,000 for 12% equity plus 5% royalty until 3x money back | Accepted |
| Wes | No offer made | Out |
Helena Kaylin of Calgary, Alberta pitched Mindd, a 100% wire-free bra company using patented adaptable zoned-knit support technology designed for D-plus cup sizes, seeking $250,000 for 10% equity. The bras retail for $68 US (about $90 Canadian) and cost about $13 to make, manufactured in Italy. The company has generated $9.5 million in lifetime direct-to-consumer sales and $13 million in wholesale sales, including a relationship with Victoria's Secret as a wholesale customer; revenue was $1.8 million two years ago and $1.9 million US last year, roughly flat, with the business now 90% wholesale and 10% direct-to-consumer.
Arlene, Brian, Manjit Minhas and Wes all declined, citing flat sales, product quality concerns, and the difficult apparel category. Michele Romanow offered $250,000 for 15% equity plus a 10% royalty until 3 times her investment was returned; Helena Kaylin countered with 12% equity and a 5% royalty, which Michele Romanow accepted.
Pitch details from CBC’s Dragons’ Den pitch page.
MINDD Bra today
- StatusIn businessLast checked September 2026
MINDD Bra is still operating and sells through its website.